Most researchers hold the role of dynamic capability (DC) as a key factor of achieving sustainable entrepreneurship performance (SEP) and Organizational Performance (OP) with the competitive advantage of knowledge management practices (KMPs). However, the effects of KMPs with SEP and OP are still under discussion. Moreover, the ambidexterity view, exploring the direct impact of KMPs mediated by dynamic capabilities (DC), gives evidence of sustainable entrepreneurship and organizational performance. Measuring the gathered data of 480 textile-based SME entrepreneurs and organizations through structural equation modeling, the study’s finding shows that KMPs positively and significantly influence sustainable entrepreneurship and organizational performance. Furthermore, this study explores the partial mediation of dynamic capabilities among KMPs with SEP and organization performance. At the same time, opportunity recognition is a moderator that strengthens the relationship between DCs with sustainable entrepreneurship and organizational performance. The study is limited to male textile-based SMEs and can be enhanced by female entrepreneurs. Furthermore, this research contributes to entrepreneurship students by encouraging better research work in current and existing studies, and practically assists government and private policymakers and business practitioners to formulate better strategies for the sustainability and economic growth of a country.
The purpose of this paper is to review the concepts of brand experience in relation to experiential marketing. Traditional marketing views consumers as rational decision-makers who are more concerned with the product's functional features and benefits, whereas experiential marketing views consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. The theoretical importance of this study comes into view through discussing and conceptualizing the concept of brand experience and brand equity among the Millennial generation which consists of 2 billion new customers worldwide. Therefore, by getting to know the Millennial high-tech savvy consumer, electronics companies can learn how to meet customers' expectations by providing positive brand experiences to the Millennial high tech buyers. As a result Consumers will continue to purchase these electronic devices after they have had a positive brand experience with a certain electronic gadget of this kind. The practical importance of this study comes into view through identifying the strategic importance of brand experience in contemporary brand management. As a result marketers can gain competitive advantage through successful brands. Hence, this study will provide suggestions for future research to empirically measure the influence of brand experience on Brand equity among the Millennial generation.
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